Comment by jimbokun

The problem is if you deliver something and the people it's meant to serve don't know about it, or can't use it, or it doesn't actually solve their real problem, you didn't "ship" in the sense the article is talking about.

I suppose it's possible to pass all those thresholds and management still doesn't like it. But it's important to ask yourself if that's really the case or if you did something wrong and failed to ship something fit for purpose.